Tourism Australia - Who Deserves a Break in Oz - Summary
Post on 14-Feb-2017
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Tourism Australia – Who Deserves a Break in Oz 2www.WhoDeservesABreakInOz.com
ObjectiveTourism Australia wanted to reach out to professionals on LinkedIn and bring about an increased awareness about Australia as a premium Tourist Destination.
How it worksUsers were led to the property via Spotlight Ads, Sponsored Updates and regular media. They were asked to Log in and nominate connections who they feel deserve a break in Australia. They could also campaign for themselves in order to gain more votes. This property was unique because it had a dual social sign in powered by Facebook.
Partner
10X Viral Reach via
Earned Media
Once on the property they were asked to Log in with
The Member signs in and allows the application to access his/her profile and network
The member then had to nominate connections for a
break in Oz
An InMail goes out to the connections s/he nominated
An update goes out to the network
Members were targeted using Spotlight Ads & Sponsored Updates
Tourism Australia – Who Deserves a Break in Oz 2www.WhoDeservesABreakInOz.com
Member Journey
Tourism Australia – Who Deserves a Break in Oz 2www.WhoDeservesABreakInOz.com
Results of the Campaign
Till 10th July, 2014 Facebook LinkedIn Total
Logged In Users 6872 6320 13192
Nomination Sent 19612 24833 44445
LinkedIn Members nominated more
connections when compared to Facebook
Tourism Australia – Who Deserves a Break in Oz 2www.WhoDeservesABreakInOz.com
Sponsored Update
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